Accelerating the Energy Transition - A Global ABB Group Campaign

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Accelerating the Energy Transition | TITAN Business Awards

Rewriting the Playbook for Energy Communications

Between mid-June and October 2024, Asea Brown Boveri (ABB) rolled out its global communications campaign titled Accelerating the Energy Transition. The initiative concentrated on ABB’s involvement in advancing much cleaner and more efficient energy systems worldwide. The campaign features 22 ABB experts, all of whom are knowledgeable in addressing the developments across core sectors such as industrial operations, building technology, transportation, and power networks. This offers a grounded insight into current shifts in energy systems globally.

Accelerating the Energy Transition- A Global ABB Group Campaign | TITAN Business Awards

For further context, the campaign itself was built around a central webpage where all primary content was housed. ABB supported this with a steady flow of tailored posts across LinkedIn, Instagram, Threads, and X as well. Throughout the campaign's duration, it presented a total of 11 articles, 11 animated features, and 12 short videos, each carefully curated to present technical themes in an approachable manner, making the content suitable for both industry professionals and the general public.

Throughout the campaign, ABB took part in major industry events including ADIPEC and Energy Taiwan. These gatherings complemented the digital efforts by offering opportunities for face-to-face interaction, adding depth and immediacy to the campaign’s messaging. The physical presence helped strengthen ABB’s position in the sector and made the themes of the campaign more tangible to industry professionals.

In parallel, carefully chosen case studies were released to highlight how ABB’s technologies function in practical, on-the-ground scenarios. Spanning multiple regions and industries, these examples grounded the campaign’s broader themes with real-world applications, making the technical content easier to relate to and understand. Performance metrics showed 4.89 million impressions and over 30,000 total engagements across all platforms. The average engagement rate was 3.62%, reflecting consistent interaction from audiences. Media coverage further extended the campaign’s reach, with features appearing in titles such as Energy Digital and This Week in Cleantech.

The campaign was aligned with ABB’s current brand platform, Engineered to Outrun. While that brand line was not the focus of the creative execution, the message supported the company’s broader narrative about staying ahead through innovation and action. The overall approach prioritized clarity, precision, and credible voices. Rather than using abstract messages, ABB presented a grounded picture of how its technology and expertise are involved in the transformation of energy systems. The campaign served as a platform to present current developments and outline possibilities for what comes next; a worthy winner of the TITAN Business Awards.